Galleria百 Strengthens VIP Art Marketing with 'Maison Galleria'

Galleria Department Store announced on the 21st that it will strengthen its art marketing by utilizing the external VIP lounge 'Maison Galleria.'

In 2019, Galleria became the first in the industry to establish a VIP-only facility spanning four floors outside the department store in Daejeon. Subsequently, it opened Maison Galleria Hannam in Hannam-dong, Seoul, and currently operates a total of two external VIP lounges.

In February, Maison Galleria Hannam will present an art program in collaboration with the global auction house Phillips Auction. The first collaborative program is a lecture on vintage luxury watches, held on the 22nd at Maison Galleria Hannam for about 40 VIP customers. Thomas Perazzi, Head of the Asia Watch Department at Phillips Auction, will visit Korea to meet customers. The lecture will be held three times in total, sharing advanced information related to watch auctions, including appraisal of VIP customers' watches, ▲watch collecting and auction information ▲the process of buying and selling watches through auctions ▲precautions when purchasing vintage watches ▲introduction of vintage products with increased value ▲and introduction of major watch collectors.

The second collaborative program plans to showcase famous domestic and international artworks to VIP customers at Phillips Auction in the second half of this year. Galleria intends to continue strengthening art marketing targeting VIP customers, and at Maison Galleria Hannam, it will operate programs such as art lectures by art experts and gallery tours in Hannam-dong with experts.

At Maison Galleria Daejeon, starting in May, it will further enhance its role as the premier VIP art platform in the Chungcheong region by presenting various themed art programs, including a collaborative exhibition with the art commerce brand 'Kava Life.'

Communication with VIP customers through Maison Galleria is also contributing to actual sales growth. Last year, sales from VIP customers spending over 20 million KRW annually (Park Jade Blue grade or higher) increased by 19% compared to 2021. Accordingly, the number of VIP customers selected based on last year's sales increased by 12% compared to the previous year.

A Galleria representative said, “Maison Galleria will continue to strengthen its role as an art platform beyond just a lounge function for VIP customers, maintaining its unique status in the VIP market.”